Communication for Social Change in Sub-Saharan Africa : Amplifying the Marginalized Voices.

Format:

Book

Author/Creator:

Chavinda, Chimwemwe.

Series:

Routledge African Media, Culture and Communication Studies

Language:

English

Subjects (All):

Communication--Africa, Sub-Saharan.

Communication.

Social change--Africa, Sub-Saharan.

Social change.

Physical Description:

1 online resource (249 pages)

Edition:

1st ed.

Place of Publication:

Oxford : Taylor & Francis Group, 2026.

Summary:

This book examines how communication serves as a catalyst for transformative change across the continent. The book is aimed at scholars, practitioners, activists, journalists, and policymakers in political science, development studies, and media and communication and those interested in amplifying marginalised voices across Africa.

Contents:

Cover

Half Title

Series Information

Title Page

Copyright Page

Dedication

Table of Contents

Acknowledgements

Preface

1 Conceptualising Communication for Social Change in Sub-Saharan Africa

1.1 The Imperative for Transformation

1.2 The African Communication Landscape

1.3 Theoretical Foundations

1.4 Contemporary Challenges and the Communication Imperative

1.5 Methodological Approach

1.6 Chapter Overview

1.7 Contributions and Significance

1.8 Conclusion

References

Part I Foundations and Frameworks

2 African Theoretical Frameworks for Communication and Social Change

2.1 Introduction

2.2 African Philosophy and Communication for Social Change

2.3 Indaba as a Framework for Communication and Social Change

2.3.1 Historical Foundations

2.3.2 Applications in Communication for Social Change

2.4 Sankofa Philosophy

2.4.1 Sankofa as a Decolonial Epistemological Framework

2.4.2 Applications in Communication for Social Change

2.5 Sankofa and Indaba

2.6 Conclusion

3 Power and Representation in Communication for Social Change

3.1 Introduction

3.2 The Power Problem

3.2.1 Neo-Colonial Structures in Contemporary Practice

3.2.2 Top-Down Communication Models and Their Limitations

3.2.3 Marginalising Indigenous Knowledge Systems

3.3 The Representation Crisis: Monolithic Portrayals of Africa

3.3.1 Media Stereotypes and the Single-Story Narrative

3.3.2 Development Communication's Reproduction of Harmful Narratives

3.3.3 Silencing Diverse African Voices

3.4 Institutional Mechanisms of Exclusion

3.4.1 Gatekeeping in Development Communication

3.4.2 Capacity Building as Cultural Imperialism

3.4.3 The Power of Voice and Technology for Social Change

3.5 Conclusion

References.

4 The Resilience of Traditional Media in the Digital Media Age

4.1 Introduction

4.2 Theorising Technology, Human Agency and Social Change

4.3 Internet and Social Media Use in Africa

4.4 Reassessing Media, Technology, and Social Change

4.5 Conclusion

5 Autocentric Ubuntu and Communication for Social Change

5.1 Introduction

5.2 Frameworks Guiding Communication for Social Change

5.3 Autocentric Ubuntu

5.4 Communication Strategies Within the Autocentric Ubuntu Framework

5.4.1 Reframing Self-Interest Within Relational Contexts

5.4.2 Narrative Strategies for Bridging Individual and Collective Perspectives

5.4.3 Dialogic Communication, Voice, and Reciprocal Engagement

5.4.4 Digital Strategies for Networked Individualism

5.4.5 Cultural Adaptation and Context-Sensitivity

5.4.6 Evaluation and Metrics of Success

5.5 Conclusion

Part II Applications and Case Studies

6 Indigenous Communication and Environmental Conservation

6.1 Introduction

6.2 Conceptualising Indigenous Knowledge Systems

6.3 Studies On Indigenous Knowledge Systems

6.4 Biodiversity Conservation and Climate Change Adaptation

6.5 Foucault's Theory of Governmentality

6.6 Indigenous Knowledge in Environmental Conservation

6.6.1 Storytelling in Environmental Conservation

6.7 Integrating Indigenous Knowledge and Scientific Approaches

6.8 Intergenerational Learning of Indigenous Knowledge

6.9 Intergenerational Learning in Community Settings

6.10 Conclusion

7 Indigenous Language Community Radio Broadcasting

7.1 Introduction

7.2 Overview of Community Radio Broadcasting in Malawi

7.3 Current Linguistic Landscape and Policy in Malawi

7.4 Fuchs' Analytical Framework

7.5 Community Radio Stations and Indigenous Language in Public Discourse.

7.6 Community Radio Broadcast as Alternative Media

7.7 Conclusion

8 Health Communication in Times of Crisis

8.1 Introduction

8.2 Media Coverage and the Top-Down Communication Model

8.2.1 The Communication Context

8.2.2 Communication Models in Crisis

8.2.3 Journalism, News Values, and Structural Bias

8.2.4 Media Representation and Its Implications

8.3 Alternative Communication Approaches for Science Messaging

8.3.1 Participatory Communication Models

8.3.2 Community-Based Communication Strategies

8.3.3 The Two-Step Flow Theory and Knowledge Brokership

8.3.4 Cultural Adaptation and Indigenous Knowledge Systems

8.3.5 Digital and Social Media Strategies

8.3.6 Storytelling and Narrative Approaches

8.3.7 Multi-Channel and Integrated Approaches

8.4 Conclusion

9 Co-Created Digital Storytelling for Empowerment and Change for Sustainable Environment

9.1 Introduction

9.2 Participatory Action Research in Communication for Social Change

9.3 Collaborative Learning Through Participatory Digital Storytelling

9.4 Collaborative Learning as a Site for Communication for Social Change

9.5 Digital Storytelling as a Transformative Pedagogical Practice

9.6 Media Production as Empowerment

9.7 The Interaction of Self-Representation, Co-Creation, and Intervention

9.8 The Transformative Power of Co-Created Digital Storytelling

9.8.1 Participants' Motivations for Digital Stories

9.9 Storytelling as Empowerment: Affirming Identity and Centring Local Knowledge

9.10 Co-Creation as a Catalyst for Agency and Ownership

9.11 Conclusion

Part III Contemporary Movements and Future Directions

10 Contemporary Social Movements in Sub-Saharan Africa

10.1 Introduction

10.2 Histories and Identities in African Social Movements.

10.3 Structural and Cultural Approaches to Understanding Social Movements

10.4 Agency and Structure in Social Movements

10.5 Social Movements and Cultural Activism in Africa

10.5.1 Cultural Activism as a Form of Resistance

10.5.2 Cultural Consequences of Social Movements

10.6 Social Movements and Symbolic Action

10.6.1 Kenya: The Origins of MPigs Protests

10.6.2 Uganda: Echoes of MPigs-Style Resistance

10.6.3 Symbolism and Legacy

10.6.4 Symbolic Action and Its Communicative Power

10.6.5 Semiotics and Meaning-Making

10.6.6 Public Spectacle and Disruption

10.7 Conclusion

11 Empowering Grassroots Movements in Sub-Saharan Africa

11.1 Introduction

11.2 Political Opportunity Theory

11.3 The Evolving Challenges of Grassroots Mobilisation in Sub-Saharan Africa

11.4 Shrinking Civic Space and the Struggle for Voice

11.4.1 Uganda: Systematic Erosion of Civic Space

11.4.2 Ghana: Shrinking Civic Space and Democratic Strain

11.5 Navigating Public Trust and Perceptions of Partisanship

11.6 Legitimacy and Credibility of Social Movements

11.7 The Professionalisation of Activism and the Crisis of Legitimacy

11.8 Empowering Grassroots Movements in Sub-Saharan Africa

11.8.1 The Centrality of Local Support in Empowering Social Movements

11.8.2 Cultural Relevance and Communicative Legitimacy in Social Movements

11.8.3 Transparency and Accountability as Communicative Practices

11.9 Rethinking Grassroots Activism Through Strategic Communication

11.10 Conclusion

12 Digital and Hashtag Activism

12.1 Introduction

12.2 Theorising Slacktivism

12.3 The Rise of Hashtag Activism in Africa

12.4 Case Studies of Hashtag Activism in Africa

12.5 Slacktivism, A Double-Edged Sword

12.6 Conclusion

13 Charting the Path Forward for Communication for Social Change in Sub-Saharan Africa

13.1 Introduction

13.2 Transformative Insights

13.3 Persistent Challenges

13.4 Emergent Opportunities

13.5 Strategic Pathways Forward

13.6 Building Inclusive Communication Infrastructures

13.7 Conclusion

Index.

Notes:

Description based on publisher supplied metadata and other sources.

ISBN:

1-04-056076-8

1-003-62994-6

1-04-061542-2

9781003629948

OCLC:

1579267888

Publisher Number:

CIPO000345829